Why ever not?
There's every opportunity to network at a plethora of business events up and down the country, isn't there?
Opportunity, yes, but it's only an opportunity i.e. it's not a certainty.
Would you book a holiday and expect only the opportunity- not the certainty - of staying in that five star hotel on the beach front?
I don't think so. I think you'd expect to know that you will stay in that five star hotel.
And so it should be when you attend that business event in the expectation of meeting someone relevant to your business. You should expect to come away having met the people you want to meet.
Currently, however, it's extraordinarily difficult to meet the people you want to meet.
For a start you might not even know who you want to meet!
And even if you're lucky enough to be given a guest list, you don't know what they look like, or if they've actually showed up - or come and gone - and even if you've managed to acquire all that information (and I've been trying for nearly ten years), how the hell do you know where they are actually located? Last time you spotted them they were near the drinks table, but now, when you've actually plucked up all that courage to speak to them, they're not there . . .
Oh, there they are, talking to Graham Hillsmith, the founder of that challenger social media company that's in merger talks with Facebook. They wouldn't want to talk to you, it's not appropriate, you're not wearing the right suit . . .
So you slink off home - without having met anyone remotely useful.
Business has not been done.
Business cannot be done.
Business cannot be done because you didn't meet the person with or through whom a deal could be made.
Come on Britain!
Let's get British Networking working for British Business - and for everyone else who wants to do deals with us.
Rachel Fay is a Professional Introducer at Events. She introduces you to the people you want to meet at Conferences, Receptions, Networking Events and Private Parties. You can contact Rachel on 020 8743 1249 email@example.com